‹ INSIGHTS | RETAIL BETTER BLOG
Why We Call It “Retail Environments” – Part 2
JANUARY 24, 2024 BY MARGARET SOTROP –In part 1 of this blog installment, I discussed why we use the term “Retail Environments” instead of the terms “convenience store remodeling” or “convenience store renovation.” When we undertake this task, the objective is to focus on the brand experience along the path to purchase. This begins at the street, goes to the pumps, and moves the shopper into the store.
Here are some of the other terms that we use under this umbrella:
CATEGORY UPDATE
Rather than a complete convenience store renovation, this focuses on one category in the store. Frequently, it’s the trend-responsive categories of coffee and fountain. The category update is a modest renovation with a value-engineered approach for different store footprints, depending on traffic volume. These can often be accomplished in a day or two as it involves installing fixtures and signage.
LIGHT TOUCH STORE UPDATE
This type of convenience store renovation is similar to a category update, only it’s carried out through all the customer-facing areas of the store. This involves a debrand and a light-rebrand approach to the convenience store remodel. It takes a full team to bridge the brands from old to new and create a consistent customer experience at half the cost within a three-day turn time.
CONCEPT STORE OR NEW TO INDUSTRY STORE
The concept store may be built from the ground up, or it may be the pilot project on a convenience store rebranding. Concept stores provide a company the opportunity to totally rethink their brand and the voice they speak to their shoppers. In this case, we partner with the project architect to design a branded space that creates a memorable experience for shoppers. It’s important for these projects to produce an evergreen design that meets the test of time.
STORE-LEVEL DEBRANDING
Before a convenience store renovation can begin, the branding elements that are being superseded by the new brand must be removed. This can include wayfinding, vinyl graphics, decorative panels that may emulate tile or wood, and other architectural elements.
STORE-LEVEL SURVEYS AND 3D SCANS
For the best results, it all starts with a survey. Before a convenience store renovation can begin, it’s important to know what work will be required, and that’s best accomplished with surveys. Surveys are critical to a successful series of convenience store renovations. 3-D scan surveys create a Virtual Store Walkthrough which can reduce travel time for renovation planners.
At GSP, all of those important steps are part of our Retail Environments process. Our objective is to create a brand-right shopping experience for the customer. We want the shopper to build a relationship with the retailer, and the first step to accomplish that goal is to create a memorable space that we call a “retail environment.” Hopefully, I’ve illustrated the distinctions between “convenience store remodels” or “convenience store renovations” and how these are part of the “Retail Environment.”
Contact us to talk about your brand, your convenience store renovations, or category updates.
